[Spencer]

The Curve idents are definitely a lot more creative than the Window ones, which felt a bit too static and bland. The Personality ones, like you said, were fine as idents for stuff like Top Gear. Not so much for Newsnight or more serious shows.

The trouble with the Window on the World idents was the creative scope was very limited by the concept.

The original 2s concept shows you can make a solid 2 out of almost anything, and do almost anything to it, but the Windows limited the scope only to things which typically have holes in them. And when your logo is essentially the missing bit from a scene, there’s not a lot of interesting stuff you can do with it.